HTC To Drop ‘Quietly Brilliant’ Tagline
HTC’s making some sweeping changes to their marketing lately with a new announcement that they are dropping the “Quietly Brilliant” tagline in future product ads, according to WSJ.
“We have a lot of innovations but we haven’t been loud enough,” said Mr. Ho, a Singaporean who is HTC’s third marketing chief in less than two years. The new approach, he says, will be bolder.
One such example is HTC’s attack on the Samsung Galaxy S 4, referring to the device as “#thenextbigflop” on Twitter. Ho also said that HTC will be stepping up its advertising efforts by growing its digital marketing budget by 250 percent from 2012, while its traditional marketing budget will grow by 100 percent.
HTC will begin its “bolder strategy” with a new marketing campaign for the HTC One with themes like “bold,” “authentic,” and “playful.” Ho says “bold” will demonstrate that HTC wants to be more aggressive in their marketing speak. “Authentic” will reinforce focus on HTC’s innovation and “playful” will highlight new features that are based on consumer demand.
Ho confirmed the firm will up its worldwide marketing budget 250 per cent on last year, and also told the newspaper: “We have a lot of innovations but we haven’t been loud enough.
Ho stepped outside of the marketing conversation by confirming the delay of the HTC One is due to camera supply shortages.
“Our friends in the media have been asking why there has been a delay in shipments for the new HTC One, whether there is a component shortage. There is some shortage, because the phone’s camera was designed specifically for us, and production cannot be ramped up so quickly.”
[Via Wall Street Journal]
